Opus > Brand book © artdepartment.co.uk...

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Opus > Brand book © artdepartment.co.uk

A brand evolved to support a new

company structure.

Opus have been a client of the Art Departments

for more than 10 years and in that time they have

always invested time and money in developing

their company brand. With the re-structuring of

the company into 3 distinctive service areas

there was a need for a significant review of all

communication materials to ensure that this

change was effectively reflected.

ContextStep 1: planning

We have a logical and strategic approach to creative problem-solving and brand-building.

All our brand development projects follow a clear and effective plan of action, set out and agreed in advance of the creative process.

With every project undertaken we meet to clarify and formulate the creative brief, to help set clear objectives that effectively tie-in with our client’s business and marketing requirements.

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Understanding the client’s business model, market and existing brand is a key part of our brand-building programme.

The briefWe were asked to arrive at a solution which

effectively brought all three Opus service areas into

one cohesive message with a visual style that built

on what had gone before. More ‘evolution’ of the

brand rather than ‘revolution’.

There was also a need for all materials to be ready

for an important industry event as it would act as

the ideal platform to launch the new suite of

brand-building materials.

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ResearchFrom our past work with Opus we had built up a

good understanding of their market place but with

companies evolving and changing rapidly in this

sector it was important to carry out research into

all Opus competitors especially in connection with

their web presence which was seen to be a vital

communication for this multi-service business.

Step 2: immersion

You can’t create a brand in a vacuum. So we immerse ourselves in the client’s world, the market sector and the subject to gain a clear understanding of the client’s business needs and positioning strategy.

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PlanningThe brand audit was an interesting exercise as

it involved a review of many projects we had

developed for Opus in the past. Clearly some were

in need of immediate updating but it was also great

to get positive feedback on work that had proven

to be effective in helping the Opus brand stand out

from their competitors.

With the audit complete and the choices from

our brand-building matrix selected, the design

challenge was underway.

IDENTITY PRINT DIGITAL ENVIRONMENT

Audit Audit Audit Audit

Name/Identity Corporate Literature Website Signage (Exterior)

Guidelines Stationery Intranet / Extranet Signage (Interior)


Brand Manual Sales Literature SEO + Support Livery

Merchandise Ad Campaign Email Campaign Reception/Interiors

Internal Comms. Presentations Exhibition/Display


Toolkit Reports Social Media Advertising (Outdoor)

Direct Mail Corporate Film Ambient / Guerilla

Newsletter TV / Cinema Ads

Step 3: strategic

recommendations

Gaining a clear understanding of the business, market and brand, we breathe life into positioning and develop a clear, compelling and enduring brand idea as the springboard for all communications.

Brand-building matrix © Art Department

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Concept Creating a brand

With Opus already having a strong brand it was

important to build on what had gone before rather

than abandon it for a completely new approach.

The key fundamental difference this time round

was the new structure of the organisation and the

need for a theme to tie-it all together.

Through much deliberation and exploration of

ideas we arrived at the fact that everything Opus

delivered was ‘Results Driven’ This was to form

the structure upon which all communications

were built.

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The original Opus Identity designed by the Art

Department still worked well and was only in need

of very minor changes and fine-tuning. The main

thinking went into the new strap line and colour

coding system both of which would act as key

elements in all brand-building materials involved

in this project.

IdentityOur service areas

We operate across four main areas:

> Identity > Print > Digital > Environment

x

x

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> LOGO

> TYPOGRAPHY

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9AaA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9

> STRAP LINE

> LOGO + STRAP LINE

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CONSULTANCY

TECHNOLOGY

ENVIRONMENTAL

CONSULTANCY

TECHNOLOGY

ENVIRONMENTAL

CONSULTANCY

TECHNOLOGY

ENVIRONMENTAL

> COMPANY DIVISIONS

> TYPOGRAPHIC TREATMENT

> COLOUR SELECTION

> DIVISIONAL BRANDING

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Visuals for branding within the workplace.

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Stationery, a positioning brochure, sales literature,

case study booklets and event flyers were all

presented as part of our phase one vision of the

new Opus brand.

The distinctive colour coded graphic style was

also adopted for all other media channels

featured within this book and was well received

by the team at Opus.

PrintOur service areas



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A positioning brochure was developed to deliver three powerful statements based around the new “Results Delivered” descriptor. This was also an opportunity to communicate the three main areas of expertise that Opus offer.

Uncluttered and contemporary in style, the pages within this brochure act as the company’s elevator pitch to remind existing clients and to inform potential clients of the value that Opus can bring to their projects.

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The next level of information was to expand on the three service areas of Opus in a manner that imparted information without overwhelming the reader with detail.

Three A5 booklets were developed and featured short paragraphs and captions on all key aspects within each of the service areas. The positioning brochure was the level one company overview, these booklets were the level two expanded message on each area. They were to be used individually or collectively as required.

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The third and final level of information that made up the suite of printed literature marketing the services and products of Opus was a series of gate-fold leaflets designed to cover specific detail on Opus products such as the Opus CFU.

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With the evolution of the Opus brand being a central strategy to the evolution of the Opus business it was important that all staff were kept informed and involved.

To achieve this a staff booklet was produced to outline the positive effect that this initiative would have for the company and everyone within it.

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< Visuals showing a proposal for a series of results based booklets. These would be small A6 booklets that then folded out to become large A3 posters of facts and figures based around results delivered by Opus.

< Visuals showing the styling for a printed mailshot to promote the Opus stand at Offshore Europe.

This is exactly what we did when existing CFU’s didn’t deliver. We

designed and built a new one that did. From concept to completion

the success of the Opus CFU resulted in us entering the CFU market

back in 2002 and paved the way for new Opus technologies – all

born out of the necessity of achieving better results for our clients.

WHEN OUR ENGINEERS COME

UP AGAINST THE LIMITATIONS

OF CURRENT TECHNOLOGIES

OUR SOLUTION IS SIMPLE –

WE INNOVATE & BUILD NEW

ONES THAT DELIVER BETTER

RESULTS FOR OUR CLIENTS


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CONSULTANCY TECHNOLOGY ENVIRONMENTAL

Visuals showing ad styles for promoting the three service areas of Opus in industry magazines, and at airports.

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The website

A new website was developed to promote the

revised structure of Opus with a focus on the

three service areas: Consultancy, Technology

and Environmental.

Email campaigns, Search Engine Optimisation

and multi-platform compatibility were also

designed to drive traffic to the site and further

build the Opus brand.

DigitalOur service areas



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As part of the overall digital communications the power of e.mail was harnessed through the provision of templates in the new style but with flexibility built in for Opus staff to manage all content for future e.mail postings.

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Through discussion it was agreed that an interactive .ppt presentation was to be developed to standardise and streamline all client presentations throughout the company. It was also an opportunity to review all content and supply a suite of master pages that followed the style set out within this new brand-building project.

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Opus operate from offices in Guildford and a

comprehensive test hall facility in Orkney. As part

of our brand-building work we developed a range

of ideas for bringing the new designs and visual

treatment into the space that Opus staff and clients

would occupy. Such spaces would be exhibitions

and events, workshops and office environments.

EnvironmentOur service areas



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Opus have always viewed industry exhibitions as a great opportunity to market their expertise to a global audience. The widely respected Offshore Europe Exhibition was to become pivotal to the brand-building exercise as this would be the platform from which the new communications would be launched.

Imagery set against large-scale lightboxes had the desired effect of capturing the attention of the large volume of visitors to the stand.

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WE HAVE DEVELOPED A UNIQUE &

COMPELLING SUITE OF SERVICES

WHICH ARE CONNECTED BY THE FACT

THAT THEY ALL RELY ON THE QUALITY

OF THE RESULTS WE ACHIEVE –

RESULTS THAT MAKE A DIFFERENCE

TO OUR CLIENT’S BOTTOM LINE

Visuals showing how we can effectively bring the brand re-fresh into the working environment. Colour matching furniture, Wall graphics, feature walls and contemporary settings were all explored as part of this exercise.

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About us

This book has been developed by our design team at the Art Department to shed light on our creative process.

We hope you share our passion and enthusiasm for design, and appreciate the quality of work that goes into our projects.

We recognise the value of ideas and the power of design, and the difference it can make to your business and your bottom line.

If you would like to discuss creating a brand, or further developing your existing brand, please contact Gerry Kelly at: [email protected]

Design specialists in brand-building

Art Department 1 Rubislaw Place Aberdeen AB10 1XN

T: +44 (0)1224 620872 [email protected]

www.artdepartment.co.uk

Art Department 1 Rubislaw Place Aberdeen AB10 1XN

T: +44 (0)1224 620872 [email protected]

www.artdepartment.co.uk

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